It’s the holiday season, but will it be easy to find savings on shopping this year?

The National Retail Federation expects Americans to break a record this holiday season, projecting shoppers to spend more than $1 trillion. But two San Antonio professors say there’s more to this shopping story.

David Vequist, a professor of management at the University of the Incarnate Word, told KSAT that while more people will spend money this season, he predicts each person’s individual spending likely will be less overall.

“The real story is that inflation has picked up the prices of many items, so therefore the actual spending is less,” Vequist said. “We’ve experienced nearly four years of inflation.”

Wondering why prices for certain products are high this year? Vequist said inflation and tariffs

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